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ANA and 4A’s Join IAB in Call for Widespread Adoption of ‘Impression Exchange Solution (IES)’

NEW YORK July 20, 2011

These endorsements come in response to the ongoing issues surrounding impression count discrepancies, which have long been an issue for the media industry. Interactive advertising poses particular challenges due to the different ways campaign data is managed by agency third-party and publisher ad servers. Inconsistencies arise because advertisers and publishers use different systems to count impressions and clicks.

John Montgomery

IES is an industry-wide standard mechanism designed to create immediate awareness and transparency around discrepancies.  It helps publishers and advertisers detect and resolve differences early in the life of a digital campaign, resulting in the improved efficiency and accuracy, foundational to other industry efforts around e-business (electronic ordering, change management and invoicing), cross-platform measurement consistency and asset identification.

Randall Rothenberg

Bob Liodice

Grace Liau

In addition, the associations called for the immediate formation of a working group to enhance the impression exchange by adopting unique asset identification and description for interactive advertising.  "As Ad-ID moves inexorably to be the Lingua franca for all ad assets, the 4A’s and ANA believe that the adoption of Ad-ID will reduce friction in the operations, stewardship, and analytics of interactive advertising," said Mike Donahue EVP, Strategic Partnerships, 4A’s.

About the IAB

the United States New York City Washington, D.C.

About the ANA

$250 billion Twitter Facebook YouTube channel

About the 4A’s

Press Contacts:




Laura Goldberg

Luna Newton

Joan Behan-Duncan




[email protected]

[email protected]

[email protected]

SOURCE Association of National Advertisers; Interactive Advertising Bureau; American Association of Advertising Agencies

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